ADPR 3100 1nd Edition Lecture 4 Outline of Previous Lecture I Consumer Society II Ways of buying III Branding Outline of Current Lecture I Consumer Society II Emergence III Ways of buying IV Branding Current Lecture Something More Consumer Society o Primary means of support is citizen consuming Consumer spending is the primary economic driver 70 of our economy is generated by the population buying things rather than selling or making products o From early 20th c Dimension of emergence o Agriculture vs manufacturing Agriculture goes down and manufacturing goes up o Rural population vs urban population Cities vs suburbs o Household income increase 5 5x more with emerging consumer society o Dramatic increase in Manufacturing compared to agriculture wage workers with paychecks Nonfarm residents compared to farm residents city dwellers Personal income and spending Ways of buying o Traditional country store Variety of generic good Merchant recommendation Social hubs o New Department store Huge selection and volume These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute National manufactured goods Department Stores o Transformed shopping into an experience o Opulent interior o Restaurants Mail order house o Department store with national reach o rural free delivery o Sears o Magazine with images of anything that you could buy New ways of buying o Department stores o Mail order houses o Something more More to choose from More to do when shopping Branding o Advertising beyond notices and announcements o Fit the consumer s needs o Transformation of the burned brand on the product i e Oreo is literally on the cookie o Lydia Pinkham s vegetable compound everyone knew her face so they trusted the brand the more you advertise the more you sell o Uneeda Biscuit o Brand loyalty Preference for specific brand Buy it no matter where you were or moved to Greater significance of products Larger and steadier revenue stream Consumer Society o Rise of consumer society why ad is so important today because buying became a necessity because of it Shopping form a means to an end to an end in itself Products from utility to being solutions to key problems
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